Turning back the calendar : an analysis of Main Street USA’s use of nostalgia

Abstract:

Main Street USA in Southern California’s Disneyland theme park is often described
as nostalgic. However, previous research on this subject has failed to identify what
elements actually make Main Street USA nostalgic as well as determine why Disney
uses this nostalgia to influence park guests. In order to respond to these issues, this
study uses Tilley and Cokley’s (2005) frame analysis and Unger, McConocha, and
Faier’s (1991) six types of nostalgic references in order to determine what visual and
musical elements are serving as references to nostalgia and also establish why
nostalgia is being used on Main Street USA. Results of this study show that Main
Street USA makes extensive use of all six types of nostalgia references which
indicates that nostalgia is being used to create the framed reality that Disney is
presenting to its audience. In addition, it was found that this nostalgia is used to
distract audience members from the problems they are facing outside the theme park
and encourage the development of positive feelings as a result of experiencing Main
Street USA.